MODELING PIRATED MUSIC COMPACT DISCS (CDs) PURCHASE BEHAVIOUR IN TANZANIA MAINLAND

Abstract

Despite all the effort made to convince consumers on the consequences of purchase of pirated music CDs and consumption, it still unknown how they dare to continue purchase these unethical music CDs in Tanzania. This shows that there is a low level of purchase of original music CDs in Tanzania by Generation Y. Furthermore, there seems to be an absence of enforcement on government regulation among her citizens such as lack of penalty, fines, lack of awareness of risk involved in purchasing pirated music CDs, expensive original music CDs prices, lack of self-regulatory efficacy and the issue of what influences others affected also the purchases of original music CDs in Tanzania. The main objective of this study is to propose a research model for determining pirated music CDs in Tanzania. The literature also identifies four probable factors (Idolatry, subjective norm, self-regulatory efficacy and governmental regulations) that could be the causal factors for poor purchase behaviour of original music CDs. The proposed methodology is the quantitative approach by collecting primary data from consumers represented by Generation Y at eight selected Malls at Dar- es- salaam City in Tanzania. The data collected will be analyzed using partial least square. The expected findings will illustrate the real factors that could affect purchase behavior of original music CDs which could benefit the policy makers, consumers and the marketers of Music industry in Tanzania.